Duration
8 weeks (2023)
Sector
Shopping Malls
Hotels
Residential
Offices
General merchandise
Platform
App
My Role
Solo UI/UX Designer
Ideation
Wireframes
UI/UX Design
Prototypes
About
K-Dollar Program App
The K-Dollar Program (KDP) is a flagship loyalty rewards program launched by K11, a Hong Kong-based corporation with a diverse portfolio spanning art malls, five-star hotels, luxury residences, and office buildings. Through the KDP App, KLUB 11 members can earn and redeem K-Dollar as instant cash at K11 merchants. The app serves as a bridge between members and K11’s curated digital experiences, while providing access to exclusive KLUB 11 membership perks.
Project Goal
To increase member engagement rate, the KDP App regularly curates interactive missions that reward and connect with KLUB 11 members. For this initiative, K11 sought a fresh, interactive approach beyond traditional promo codes or transactional rewards, which is a branded, in-app mobile mini game designed to delight members and elevate engagement.
Ideation
After brainstorming and pitching multiple concepts, K11 selected a skyfall game genre for its intuitive gameplay and high replayability, that I proposed to use K-Dollar, K11's signature loyalty currency, as the central theme. The branded gameplay would reinforce the program’s identity while delivering a memorable and enjoyable experience.
Design Principles
To ensure consistency and alignment with both user expectations and business goals, I defined the following design principles as the foundation of my process:
Easy and effortless
Considering target users can be coming from different age groups, the game flow should be kept as simple and direct as possible, and users should have very low to no learning curve.
Playful and fun
Since the aims of this project is to boost engagement rate through a delightful mini gaming experience, the game design must be visually interesting, and fun to play.
Creative use of brand elements
Since one the project goals is to increase members’ loyalty to the brand, the game should integrate with iconic brand elements, i.e the signature K-Dollar.
Design Solutions
Takeaways from the Project
Propose and Communicate Creatively
During the ideation phase, I proposed using K-Dollar as the collectible objects in the game. Initially, the stakeholders were hesitant due to branding guidelines that didn’t explicitly cover such usage. However, through clear communication and presenting the creative rationale, I successfully convinced them of the idea's potential. The result was a visually cohesive and engaging design that aligned with their brand identity. This experience reinforced an important lesson: when you believe in an idea, communicate its value effectively—clients may be open to exceptions when the concept is strong.
Work Smarter, Not Harder
Incorporating animation effects in the game, such as a flash effect when objects were caught, posed technical challenges for the development team. To simplify implementation, I designed a sequence of pre-rendered PNGs that simulated the effect, allowing developers to create the animation by simply playing the image sequence. This approach streamlined the process and ensured the desired effect was delivered without overburdening the team. It was a valuable reminder of how collaboration and creative problem-solving can optimize workflows.
Rediscovering the Value of 3D Knowledge
My background in 3D animation, which I initially thought had little relevance to my career in UI/UX design, proved unexpectedly valuable in this project. I applied my 3D skills to create visually compelling elements for the game, which enhanced the user experience and impressed the client. This experience taught me that diverse skill sets can often intersect in unexpected ways, enriching the final product and broadening my design toolkit.
